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Tomorrow’s luxury booze is already in the barrel
By Simon Massey2026-08-10T07:32:00
Discounting should be the last resort for premium alcohol brands, unless they want to damage long-term equity, says Simon Massey, founder of Neverland
There’s a lot of very good alcohol sitting in warehouses right now. Five of the industry’s biggest producers are holding a record $22bn worth of premium and luxury aged spirits between them, according to the FT.
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